Those Licensing People reveals premium dry pet food global deal for classic characters.
Those Licensing People has brokered a deal which it believes to be the first of its kind in the growing pet licensing category for classic TV series, Roobarb & Custard.
The company – on behalf of IP owners A&B TV – has developed a direct to consumer product line which will see a range of premium dry pet foods produced in the UK under the Two Near The Bone brand.
Launching in early April, there will be three different flavoured dog food skus – Top Dog Turkey Dinner, Gone Fishing Salmon Surprise and High Steak Angus Beef Supper – under the product label When Roobarb Made a Dog’s Dinner.
Those Licensing People has worked closely with A&B TV to bring to market the first licensed dog food brand that is ethically and sustainably produced under stringent factory conditions in the UK. The dog food range will be delivered direct to customer’s homes in specially sourced, recyclable-ready bags from Law Print Packaging.
The launch will be supported by a ‘disruptive’ consumer marketing and PR campaign delivered from March onwards by TLP’s recently appointed agency, Grapevine Global PR.
“Adam Sharp and Bernadette Shanahan at A&B were clear in their brief for the Roobarb & Custard brand,” explained Russell Dever, md of Those Licensing People. “Do something different. Break the mould. We believe we’ve done just that.
“We are bringing to market an innovative new pet food brand which is not only manufactured to an extremely high standard, but is also fun and has potential for growth.”
Adam Sharp from A&B TV added: “Initially we will deliver direct to consumers in line with today’s retail trends. Two Near The Bone’s dedicated website enables us to engage with our customers on our brand proposition, USPs and other skus, although we certainly haven’t ruled out bricks and mortar retail partnerships in the future.
“TLP were given a tough brief and we’re absolutely delighted with the direction and care they’ve taken. We’re looking forward to getting these great products to market and believe that the nation’s dogs and owners will give us their paws and thumbs up.”
The global deal – which has been signed for an initial three years – is expected to expand into cat food associated with Roobarb’s feline friend Custard, with product in the early stages of development.
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